A COMPARATIVE STUDY OF ATTITUDE AND ADOPTION OF FROZEN FOOD AMONGST THE CONSUMERS OF LUDHIANA AND DELHI CITIES
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Date
2011
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PAU Ludhiana
Abstract
The present research project was undertaken with the objectives to study the attitude and
adoption of consumers towards frozen food in Ludhiana and Delhi cities and to find out the
constraints inhibiting the adoption of frozen food. The study was conducted by selecting five
stores from each city selling frozen food along with regular food items on judgment basis
and 20 customers who are aware of frozen food were selected from these store, thus a total
sample size of 200 customers were selected for the study. Primary data was collected with the
help of a structured non dis-guised questionnaire. The results show that the main reasons
given by the respondents for purchase of frozen food were easy to cook and less time
consuming. It was also found that 96 and 99 percent of the respondents of Ludhiana and Delhi
were ready to adopt frozen food respectively. The main problems in adoption were the
availability, lack of freshness and costliness of frozen food.
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